Gen Z and Millennials are rewriting the rules for self-care—and the data supports this trend. According to the latest Boulevard Consumer Survey, first impressions in the beauty and wellness sector are now shaped by a blend of social media influence, digital convenience, and a rising expectation for seamless, hyper-personalized experiences. Salons and spas hoping to thrive must connect with clients at every digital and physical touchpoint.
How Social Media Now Drives First Impressions
Younger clients lead the way in discovery and referral habits. 55% of Gen Z and 47% of Millennials consider a self-care brand’s Instagram or TikTok activity to be “very” or “extremely” important when deciding whether to book. For 20% of Gen Z, social media is literally the first stop in their search for a provider, making it a critical front door for salons and spas aiming to attract the next wave of loyal clients.
But a strong digital vibe or glowing online reviews mean little if the online booking process is clunky. Roughly 67% of Gen Z and 64% of Millennials have abandoned a salon or spa purely due to frustrating or outdated booking systems.
Personalization, Convenience, and the Human Touch Remain Essential
In 2025, clients expect salons and spas to go far beyond a generic service. Hyper-personalization is now considered a standard, not an add-on, with 97% of regular customers agreeing that tailored in-person experiences are important and 81% saying they are more likely to rebook when they receive customized offers based on their history.
Successful salons capture preferences for treatments, products, and even communication style, using those details to offer discounts, targeted promotions, and special memberships that create an emotional connection. Loyalty programs with tiered rewards or priority booking are especially popular—66% of customers prefer discounts as their top membership perk.
However, data-driven personalization should supplement—not replace—the human touch. Clients still place the highest value on positive interactions and professional results. 71% of respondents say they will not return after poor outcomes or negative staff engagement, even if the technology or app is flawless.
Leading brands combine technology and genuine service to make each visit memorable, offering personalized suggestions that are followed by attentive, high-quality care.
Digital Communication Methods Are Now Expected
Communication is evolving, and salons are embracing rapid, personalized outreach as a competitive edge. Digital-first clients—especially Gen Z and Millennials—expect instant updates and follow-through. 44% now say texting is their preferred way to engage with salons and spas, and 41% want a same-day follow-up after each appointment. Text reminders, thank you notes, and quick links for rebooking all help businesses retain loyal clients and encourage new bookings.
Mobile-optimized booking and communication platforms have become non-negotiable. More than 80% of clients want mobile access for booking and reminders, and most see digital convenience as a core part of the modern salon experience.
Those who fail to deliver clean, rapid digital communication risk losing clients to competitors who answer faster and personalize every touchpoint.
Implications for Modern Self-Care Brands
To win and retain younger clients, beauty and wellness businesses must:
- Master social media presence and ensure online booking is quick, intuitive, and frustration-free
- Invest in tech-driven personalization while never losing sight of in-person service quality
- Adopt texting and rapid-response communication methods to meet evolving customer expectations
As founder and CEO, Matt Danna said, “The way clients discover and book services has become just as important as the services themselves. Self-care brands that thrive… will turn convenience, personalization, and connection into their competitive edge.”
